McDonald's Loyalty RewardsAt BUCK, we partnered with Wieden+Kennedy to build a one-of-a-kind design and animation system for the rollout of McDonald's new Loyalty Rewards program.
To be able to accommodate the many needs of a national campaign, the system needed to be canvas-agnostic.
We created 29 unique menu item illustrations and animations, customizable frames and pedestals, plus a custom dimensionalized variant to McDonald's house font, Speedee.
One of the best parts was exploring the myriad of unexpected ways we could reveal or transform the menu items: treasure chests, graphic sunrises, ice cream disco parties. Each animation needed to be a little stylish reward of its own — a surprise and delight — a prize in your very own happy meal.
In addition to bringing to life fun little meals, I created the sizzle reel, endcards, extra promotional materials, early animation explorations, and contributed to the type language.
TYPOGRAPHY
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TYPOGRAPHY ✧˖°
To assist the illustration, we brought McDonald's font Speedee into our stylized world of trapped shadows and graphic extrusions. Bold headlines to go with bold illustrations.
Early Explorations (*ฅ́˘ฅ̀*)
BUCK
Executive Creative Director Orion Tait
Group Creative Director Daniel Oeffinger
Executive Producer Joe Nash
Creative Director Sean McClintock
Producer Andre Araujo, Tracey McDonough
Storyboard Ege Soyuer, Vero Gómez
Design Ayla Mortada, Heewon Kim, Jaedoo Lee, Justin Cassano, Kuu Chen, Loris Alessandria, Max Vogel, Milena Bucholz, Yukyung Lee
2D Animation Dan Cantelm, Diego Abad, Gilles Desmadrille, Johan Eriksson, Jordan Scott, Kyle Snider, Paola Chen Li, Po-Chen Chia, Sean Merk, Vero Gómez
Editorial Support Paal Rui, Robert Bailey
Edit Vero Gómez
Credits